The Briefing - Winter Edit

Welcome to the third edition of The Briefing, your quarterly snapshot of client highlights, emerging media trends and insider public relations insights straight from our agency to you! 

This quarter, we’re tackling the rise of AI and how it’s fundamentally changed how consumers search, discover, and evaluate information from shopping habits to brand sentiment. Traditional SEO tactics like optimizing for Google are no longer enough to move the needle as user behaviour shifts from keyword-based queries to intent-driven interactions + strategic media plays. 

Read on to find out how brands can adapt to stay discoverable, credible, and competitive.

Trend Report - AI 

In 2026, AI-powered discovery is moving beyond keyword matching, it is increasingly dependant on credibility signals: what reputable media, customers, experts, and communities consistetly say about your brand + products. Modern models don’t just rank pages, they synthesize an overall impression of who you are, what you’re known for, and whether you’re trustworthy. When coverage, reviews, third-party mentions, and executive commentary tell the same clear story, AI can interpret your brand as a stable, high-signal entity while making you more likely to surface in “best for,” “top recommended,” and product discovery prompts.

This shift creates a new mandate for communicators: brands need messages that are clearer, more authoritative, and easier for machines to interpret without ambiguity across earned, owned, and paid strategies. We’re entering an AI-driven era of SEO that rewards clarity, credibility, and usefulness, not just keyword density. In this environment, earned media becomes especially valuable because it strengthens both traditional search visibility and the third-party validation AI systems prioritize when deciding what to recommend. In AI-powered search, PR is starting to work the way SEO does as the story people tell about your brand has become a key “visibility” signal.

The brands that come out on top will:

  • Prioritize a clear, distinctive narrative that AI can easily summarize and repeat

  • Back it up with credible experts + KOLs through thought leadership that adds trustworthy context

  • Earn authoritative coverage and citations, which AI systems treat as stronger proof than self-published claims

  • Publish original insights or proprietary data so there are concrete “evidence” points models can reference

The best outcomes happen when PR, content, search, media and brand strategy are aligned, so every channel reinforces the same signals to boost discoverability, preference, and ultimately conversion at the shelf.

Campaign Spotlight -

JVN Hairspray Launch

To celebrate the launch of JVN Hair’s newest innovation, the FlexHold Strengthening Hairspray, our communications strategy took a two-pronged approach: a pre-launch media moment followed by a post-launch influencer experience.

In December, the brand welcomed top Canadian media to Majesty’s Pleasure in Toronto for a wash, blowout, and styled finish featuring the new hairspray, alongside light bites from nutbar café. Stylists and the Devon team shared key product details and benefits, helping to support and garner coverage leading up to the official launch. 

This week, influencers joined us at THIC Studio for an immersive, appointment-style experience featuring a custom styling session with Morgan and the THIC team. Inspired by “pageant hair” (think big volume, high shine, and high-impact finishes,) the event included an on-site photographer to capture iconic headshots, plus a special drag queen guest, Miss Moço, who brought extra energy and personality to the day.

This dual approach helped generate traditional media attention ahead of launch, while also giving us a timely second moment to amplify the product once it became available at Sephora Canada through the influencer event.

Current Crush - Pinterest

Pinterest has long been a go-to across our agency; whether we’re hunting for inspiration, building mood boards, or tracking down the right outfit for an event. It’s one of the few platforms that consistently feels useful:
part visual search engine, part trend barometer, part planning tool.

For our team, it helps us align quickly by saving references in one shared place and shaping a clear look and feel for a launch, event, or paid influencer briefing. It’s also a strong discovery tool for spotting emerging aesthetics and seasonal shifts (especially through Pinterest’s annual trend report!) which helps inform planning and keep us ahead of what’s coming next.


Follow us here and stay tuned!

Lauren’s Pick

JVN Complete Blowout Milk

“I adore this formula for my blowouts at home with its style memory, smooth finish and heat protection. Makes me feel like a million bucks!”

Maddy’s Pick

Shiseido Ultimune

“A total game changer for my skin. I never stop raving about it and always get my friends to try it. Super lightweight, not sticky or heavy.”

Lauryn’s Pick

Glow Recipe Strawberry Bingsoo Glass Balm

“I love how it hydrates and looks on my lips - it’s the perfect mix of a sheer, glossy finish with a hint of red!”

Let’s Connect!

The Briefing - Holiday Edit

Welcome to The Briefing, your quarterly snapshot of client highlights, emerging media trends and insider public relations insights straight from our agency to you! 

This quarter, we’re joining the rest of the industry in revisiting the growing wave of nostalgia. From Seth Rogen’s omnipresence in Canadian media to Oscar the Grouch fronting GLAD and reviving the classic “Don’t Get Mad, Get GLAD” slogan (and even the resurgence of Vine!) nostalgia is dominating. Brands are tapping into sense memory and familiar cultural touchpoints to capture attention by reminding consumers of what they already love.

It’s been a season defined by playful nods to the past, and we’re excited to share a closer look at the stories, campaigns, and cultural shifts driving awareness and engagement across the Devon Communications portfolio.

Trend Report - Nostalgia

We’re currently experiencing a surge in nostalgia-driven storytelling with brands increasingly leaning on consumers’ positive associations with the past. Across the communications landscape, marketers are tapping into cultural memory to spark recognition, warmth and emotional connection (hello Ralph Lauren Christmas!) From traditional advertising that resurrects iconic characters or taglines to social media trends that remix early-internet humour and retro aesthetics, familiar callbacks are resurfacing everywhere. This return to the past isn’t just a creative choice, it’s a strategic one that’s designed to cut through noise by grounding campaigns in something instantly relatable and culturally resonant. 

Below, you’ll find a examples of how our brands are harnessing nostalgia to bring storytelling that captivates and resonates while hinting to references of the past.

 

Glad x Oscar the grouch

On December 2, GLAD debuted a refreshed take on its iconic “Don’t Get Mad. Get Glad.” ad campaign, this time featuring the beloved Sesame Street character Oscar the Grouch (watch here!) Reviving the brand’s popular 1987 commercial with a modern twist on Oscar’s classic “I Love Trash” tune, the nostalgia-filled campaign is designed to spark joy cross-generationally. 

To support this campaign, the brand will roll out paid influencer support on social media and host an activation at Toronto’s Stackt Market featuring a three-week takeover of one of its shipping containers. The space will invite consumers into a Sesame Street–inspired experience. Visitors can watch the two-minute ad spot, enjoy complimentary bites and take home product samples along with GLAD coupons.

 

Tree Hut – Santa’s Scoop Bar at The Well

Newly kicked off in early December, Tree Hut is bringing a festive splash to The Well Toronto with a two-week, Nutcracker-inspired holiday takeover. Guests will step into a cozy, nostalgic wonderland designed to spark brand love through playful elements tied to the iconic ballet.

At the center is Santa’s Scoop Bar, a wintry spin on the classic ice cream counter, serving their Shea Sugar Scrub samples and drinks inspired by Tree Hut’s Merry Mint + Mistletoe Magic scents (think peppermint, vanilla, pine, orange peel.) Ballerina-inspired brand ambassadors, oversized nutcrackers and a life-size advent-calendar round out the playful experience, giving guests plenty of chances to sample and win.

 

JVN – StyleFix Stick Campaign + Launch Event

This fall, JVN Hair launched the StyleFix Stick, a pocket-sized smoothing innovation offering flexible, residue-free hold, with a ’90s toy–inspired campaign and an immersive creator masterclass.

Guests arrived to the kickoff event dressed in their favourite colourful, playful outfits (think Polly Pocket vibes!) setting the tone for a nostalgic, joy-filled celebration. Jonathan Van Ness, joined by THIC Studio’s Morgan Tully and Taylor Beatty, guided creators through pro tips and easy styling techniques using the new multi-tasking smoothing stick.

Attendees were gifted retro-themed hair toolkits including pastel hair accessories and learned tips for sleek buns, piecey texture styles from the pros, discovering how this newest addition to the Perfèct Collection works seamlessly with every hair type.

 

Campaign Spotlight - Pine-Sol Tunnel of Lights 

This holiday season, Pine-Sol is bringing sensorial storytelling to life in a bold new way with a full brand takeover of Stackt Market’s beloved Tunnel of Lights. The glowing walkthrough installation, already a seasonal Toronto favourite, has been transformed into an immersive, multi-sensory Pine-Sol experience by infusing the space with the brand’s signature pine scent. The result is a holiday moment that feels both festive and warmly familiar, inviting visitors to follow the light and smell the nostalgia.

On Friday, November 14th, Pine-Sol welcomed a curated group of creators for an exclusive first look at the transformed tunnel. Against a backdrop of twinkling lights and festive décor, guests captured content, explored the installation and took part in memory-filled activities including ornament crafting, watched Home Alone and a holiday-themed scavenger hunt. 

To complement the experience, the creative team at Sobre Mesa prepared a whimsical spread of classic holiday treats with playful twists including gingerbread and pinecone-shaped cookies, towering donut trees, candy canes and other seasonal sweets evoking the spirit of the holidays.

The Tunnel of Lights will remain open to the public through December 28th, offering visitors the chance to stroll through the illuminated pathway, enjoy a moment of seasonal magic and take in the refreshing scent of Pine-Sol.

Current Crush - Substack 

In an age of endless doom-scrolling, long-form storytelling is making a welcome comeback and Devon is fully on board! Substack, in particular, has quickly become the go-to platform for creators, writers and industry voices looking to reconnect with thoughtful, text-forward content.

For those unfamiliar, Substack is a subscription-based publishing platform that empowers users to build newsletters, offer tiered subscription options and even monetize their content. Its accessible format and built-in audience tools have made it an appealing space for both emerging writers and established creators.

Over the past year, we’ve seen tastemakers, key opinion leaders and cultural commentators seek out the platform. They’re using Substack to share ideas, publish essays, test new creative directions and engage with audiences in a more intimate environment and one that sits outside the constraints of traditional media outlets or algorithm-driven social apps.

As this shift continues, we anticipate a significant rise in Canadian media voices and influencers building a presence on Substack. With its blend of editorial freedom, community-driven engagement and revenue potential, the platform is positioned to become an increasingly important space in the country’s content and KOL landscape.

Team picks

Our team’s favourite products of the season.

Nicole’s Pick

Shiseido Future Solution Lx Eye And Lip Contour Regenerating Cream

“So rich and decadent - this is the holy grail of eye products! The perfect holiday indulgence for any skincare lover on your list.”



Talisa’s Pick

Glow Recipe Watermelon Glow Niacinamide Dew Drops Serum

“Love it! Especially during colder months for that "glow from within" look.”

Alex’s Pick

JVN Nurture Intense Hydration Hair Mask 

"My hair looks and feels instantly shiny and moisturized whenever I use this mask. Perfect for this dry, cold weather!"

End of Summer Edit

Meet the briefing

The Briefing is your quarterly snapshot of client highlights, emerging media trends and insider public relations insights straight from our agency. In every issue, we’ll share the latest happenings across our portfolio of beauty, lifestyle and hospitality brands, as well as a curated selection of products our team of creatives is loving! 

This quarter, we’re taking you behind the scenes to explore how our brands have tapped into the sensorial mania shaping consumer experiences this year. From cocktail inspired innovation to scratch-and-sniff billboards, we’ve seen brands leaning into bold, unexpected campaigns designed to captivate the senses and spark conversation.

It’s been a season of creativity, experimentation and measurable impact, and we’re excited to share a closer look at the stories, campaigns and cultural shifts driving awareness and engagement across the Devon Communications portfolio.

Trend Report:

SENSORIAL

Storytelling

This summer, we witnessed an exciting evolution in sensorial storytelling, with brands continuing to captivate consumers through immersive, multi-sensory experiences. In particular, gourmand-inspired and culinary-driven activations took center stage, transforming brand narratives into edible moments that excited senses and sparked curiosity. These experiences went beyond traditional campaigns to merge taste, scent and visual aesthetics to create deeper emotional connections and pique consumer appetites, both literally and figuratively.

Below, you’ll find a showcase of how our brands embraced and activated around this growing sensorial trend, bringing storytelling to life in deliciously unexpected ways.

Spotlight ON

Brita Drop

This summer, Brita took centre stage at festivals across the country to keep festival-goers hydrated with filter-fresh water. From coast-to-coast, Brita delivered great-tasting water by activating at music fests throughout Canada at branded water stations and our dedicated Brand Ambassadors distributed free, reusable bottles to reduce plastic waste. While artists dropped the beat, Brita owned the spotlight on hydration, ensuring fans stayed cool and hydrated throughout the summer’s biggest events. This activation expanded reach and cemented Brita’s role as the go-to brand for clean, refreshing hydration wherever Canadians gathered – giving out more than 34,000 branded bottles over the course of summer.

This Coast to Coast hydration & celebration tour hit: 

  • VELD in Toronto, ON

  • Osheaga in Montreal, QC

  • Sunfest Country Music Festival in Vancouver, BC 

  • ÎLESONIQ in Montreal, QC 

  • Lasso in Montreal, QC 

  • Sommo Festival in Cavendish, PEI

Complementing these on-the-ground efforts, Brita rolled out a highly strategic, festival-focused social campaign to amplify its presence - backed by four professional photo/video teams across the country, produced by the Devon team. Brita’s owned social channels highlighted water station locations and showed high-energy footage of festival-goers hydrating and feeling refreshed to drive excitement and engagement. To deepen connections with audiences, Brita also invited local content creators to each festival, leveraging authentic voices to boost visibility and generate buzz across digital platforms.


Follow to see Brita’s next move here!

 

The Maker Launch:

Revel Fragrance

The Maker’s newest scent, Revel, is the best day of your life bottled. Juicy pineapple, lush lychee and rosewater blend seamlessly with creamy florals, warm sandalwood and velvet musk. It’s made for main-character moments and special celebrations.

To celebrate the launch, we hosted an intimate preview event at LoversLand bridal boutique with creators. While guests enjoyed a sneak peek at 2026 wedding trends and styles, they enjoyed wedding-ready bites from Gallz Provisions’ bespoke treats in the space adorned with innovation ingredients including fresh pineapple and lychee fruit. 


Additionally, guests discovered their signature scent through a custom fragrance concierge from the The Maker. More on Instagram here.

 

Burt’s BeeS

x The Hut

Burt’s Bees, known for its iconic natural lip balms, celebrated its commitment to real ingredients with a flavourful twist by launching a custom smoothie inspired by its Sweet Peach formula as summer began. Partnering with The Hut Smoothie & Juice Bar, the brand brought the lip balm to life through taste, featuring a limited-edition Sweet Peach smoothie, branded merchandise, stickers and in-store visuals. 

The collaboration kicked off with a media preview at The Hut’s Toronto location, where press and influencers sampled the smoothie and captured shareable moments among fruit-inspired florals, product displays and limited-edition merch. This private event generated over 100+ social posts and an estimated reach of 4.5M+ in just one day. 


The next day, the activation opened to the public with a month-long promotion with every smoothie or smoothie bowl purchase including a complimentary Burt’s Bees lip balm. By the end of the program, 3,400 lip balms had been sampled—driving strong trial and engagement. More here.

Team Picks

Our team’s favourite products of the season.

Welcome to The Briefing

Welcome to the first-ever issue of The Briefing, Devon Communications’ quarterly blog! We'll be sharing insights, trends, along with a bit of culture with you. And what better way to kick things off than by taking a look back at the past two decades of communications and the evolution to-date as we celebrate our 20th anniversary? 

Growing with Our Clients

Over the years, we've had the privilege of working with some amazing clients and brands. We've launched Glossier in Canada, celebrated Shiseido's 140th and 150th anniversaries, and collaborated with visionaries like Lev Glazman and Alina Roytberg of Fresh Beauty on their new venture, The Maker. We've even worked with Canadian sensation of “Call Me Maybe” fame Carly Rae Jepsen on a product launch – talk about a full-circle moment!

A Time Capsule: 2005

Remember 2005? It was the year YouTube was invented and with it the emergence of vlogging, Brad Pitt and Angelina Jolie became a couple (oh Brangelina!), and "Wedding Crashers" had us all laughing.

Fashion flashback:

  • Skinny jeans were all the rage – So Fetch!

  • Juicy Couture tracksuits were a must-have – That’s Hot.

  • UGG boots kept our feet cozy.

  • We accessorized with silicone cause bracelets.

  • Boho chic was the go-to style. 

Tech talk:

  • Texting was on the rise.

  • The internet was going mainstream.

  • Marketers were starting to realize the power of blogs.

  • Connectivity reached new heights and brands were able to reach consumers directly in ways we’d never seen before.

PR perspective:

  • The internet was changing the PR landscape.

  • We were adapting to new ways of communication.

  • Our reach was becoming limitless.

  • Press releases and front-page newspaper articles were still king.

The More Things Change...

The 2000s brought significant technological advancements (hello, iPod!), shifts in societal consciousness, and new ways of doing business. These changes had a major impact on the public relations industry, and we've been evolving ever since!